Slurpee: Your Electrifying Ritual
After a successful summer campaign for 7-Eleven Canada, the brand challenged us to build a distinct, year-round identity for Slurpee—separate from the parent brand, and rooted in the unique magic only Slurpee can deliver.
Our goal was to launch a socially led, fully integrated media campaign that positioned Slurpee as the ultimate beverage of choice 365 days a year. We aimed to drive in-store traffic, increase delivery and pickup orders, and strengthen Slurpee’s brand presence across Canada.
Cultural Insight: Despite shifting beverage behaviors, Gen Z still seeks out small indulgences—everyday comforts that bring them joy, help romanticize the ordinary, and serve as a coping mechanism in an overwhelming world.
The Strategy: Slurpee became a symbol of brazen self-expression, bold consumption, and unapologetic fun. We tapped into internet culture and brought the Slurpee mascot to life—creating a feed full of wild, culturally relevant moments that only Slurpee could own.
This always-on creative strategy laid the foundation for the 2024 summer campaign, built around the rallying cry IASWOS—It Ain’t Summer Without Slurpee. The platform leaned into nostalgia, youth culture, and absurd humor to reinforce Slurpee’s status as the icon of summer across Canada.
